Priority action areas

● Embedding sustainability: Signing up businesses to contribute to industry sustainability. ● Managing destinations: All of the country needs to be covered by regional destination management plans.

● Growing and shaping demand: It is imperative Government (via Tourism New Zealand), airlines, airports, regions and industry invest in growing visitor demand.

● Embracing Tikanga Ma¯ ori: All parts of the tourism industry appropriately incorporate elements of Tikanga Ma¯ ori.

● Living Tiaki: Having visitors who meet behavioural and cultural expectations is central to maintaining the support of New Zealand communities for tourism.

● Engaging the community: Tourism businesses must undertake “genuine” two-way engagement with communities.

● Measuring and managing industry carbon use: A big problem for a relatively remote destinations. Reducing carbon use will be a key industry priority.

● Investing in infrastructure and amenities: Ensuring more and better infrastructure is built, including roads, airports, waters systems, amenities and parking. Part of the $80m a year from the Government’s new border levy will go towards infrastructure.

● Fostering domestic tourism: Helps to boost tourism in the regions.

● Investing in tourism data and research: This has previously been identified as a weakness but is improving. Auckland Airport is proposing a sustainability index and Tourism NZ has released data profiling different visitor groups.